Challenges

To promote the movie in the Indian market and re-establish the association of Indian audiences with the brand.

Solutions

• The popularity of the characters in the movie was leveraged, and multiple YouTube trailers were released. These trailers were further utilized to promote the movie on social media platforms like Facebook, Twitter and Instagram.

• Event-centric posts like those for Ganesh Chaturthi, Teachers' Day etc. were pushed.

• 8 activities on Facebook and 7 activities on Twitter & Instagram each were executed. Of these, the #BeAKingsman activity, which involved a series of riddles that the fans were urged to solve, got the most attention on social media. The activity also drove focus on decrypting codes, which is what ‘Kingsman: The Golden Circle’ is premised on.

• Here, we partnered up with brands like PVR, INOX, Movies Now, Bollywood Life, Bollywood Hungama, Mid Day, Paytm, and BookMyShow, and urged all of them to upload unique missions and asked their fans to #BeAKingsman by cracking the code.

• Another unique activity that we executed was the #KingsmanCode Contest where, on Instagram, the fans had to crack the code using the available filters and repost the same tagging us with the correct code in the comments section.

• Because we were promoting a Hollywood film in India, we decided to use regional languages for our promotion. We released dubbed trailers and posters in Hindi, Tamil and Telugu.

• The movie managed positive reviews from top portals like Hindustan Times, The Hindu, Times of India, Screen Rant, and many more. The campaign was covered by social samosa, and most importantly, it effectuated users to actually click on the booking link.

Results